應用IPA模式分析國內休閒住宅品質

An Application of Importance Performance Analysis Model to Analyze Second Home Quality in Taiwan

隨著民眾對居住品質和購屋觀念的改變，國內興起了一股購買休閒住宅的風潮 ，然而國內對休閒住宅並沒有太多的研究和文獻，因此本研究首先透過文獻蒐集和專家訪談試圖建立休閒住宅之各品質要素，然後藉由問卷調查和重要度──滿意度分析（Importance Performance Analysis, IPA）模式來瞭解和分析國內消費者對休閒住宅各品質要素的重要程度和滿意程度，以作為建築業者擬定行銷和管理策略的依據。研究結果發現，目前國內的確因年輕的消費者無法負擔都市的高房價，加上退休規劃和換屋的消費族群不耐於都市生活的繁忙喧囂，已經有愈來愈多的人選擇購買休閒住宅，但因此交易為重大的消費行為，故消費者對休閒住宅的各項品質要素都覺得相當的重要；整體而言，消費者對休閒住宅重視的品質要素，供給者的表現大致能讓消費者感到滿意；另一方面對於消費者較不重視的品質要素，供給者也不會有過度的表現。

As people’s living quality and the concept of home purchasing change, a “second home” buying trend has begun in Taiwan. However, few studies on second homes exist in Taiwan. This study initially used the collection of references and interviews with experts to establish various quality elements for second homes. Subsequently, questionnaire surveys and the importance-performance analysis (IPA) model were used to understand and analyze the importance level of Taiwanese second home quality elements, and the satisfaction level of consumers toward these elements. The results of this study can serve as references for the construction industry when formulating marketing and management strategies. The results of this study showed that young consumers in Taiwan currently cannot afford the high housing prices in cities. Additionally, retirement planning and home swapping consumer groups are intolerant of the hustle and bustle of city life, which has resulted in more people choosing to purchase second homes. Because this transaction is a major purchase behavior, consumers perceive various quality elements of second homes as very important. Overall, consumers are satisfied with the performance of important second home quality elements provided by suppliers. Conversely, suppliers do not perform well in quality elements perceived as unimportant by consumers.